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Chapter 12. Consumer Diversity. Learning Objectives~ Ch. 12. Explain how the consumer’s age affects acquisition, consumption, and disposition behavior, and why marketers need to consider age influences when planning marketing activities.

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Chapter 12

Chapter 12

Consumer Diversity


Learning objectives ch 12
Learning Objectives~ Ch. 12

  • Explain how the consumer’s age affects acquisition, consumption, and disposition behavior, and why marketers need to consider age influences when planning marketing activities.

  • Describe how gender and sexual orientation each affects consumer behavior and how companies can create more effective marketing by understanding these two influences.

  • Discuss how regional, ethnic, and religious influences can affect consumer behavior and why marketers must consider such influences when targeting specific groups.


Age consumer behavior
Age & Consumer Behavior

  • U.S. age trends

    • Teens and Generation Y—born 1979 to 1994

    • Generation X—born 1965 to 1976

      • Some still have “angst”

      • Boomerang kids

      • High discretionary income

      • Delay marriage

    • Baby Boomers—born 1946 to 1964

      • Largest demographic

      • Peak earning years

    • Seniors—65+ years old


Teen tween market
Teen & Tween Market

  • Purchasing power = $108 Billion

  • World’s teens have similar tastes, attitudes, preferences

  • Brand loyalty—develops at a younger age

  • Positioning—establish identity, rebelling, peer acceptance

  • Advertising messages—Incorporates symbols, issues, and language of teens

  • Media—specific TV networks, radio stations, and Internet

  • Recreation and special events


Gen x
Gen X

  • Born between 1965 and 1976

  • 49 million

  • Fewer Xers own homes

  • Boomerang kids

  • Cynical about obvious marketing

  • Media: alternative radio, cable TV, concerts, sporting events, music publications, vacation spots

    How is Gen X different from Gen Z?


Baby boomers
Baby Boomers

  • Born between 1946 and 1964

  • 78 million

  • Influential consumer segment because of size and buying power

  • Value individualism and freedom

  • Segments: leading boomers, core boomers, and trailing boomers


Seniors
Seniors

  • Over 65 years old

  • Women outnumber men

  • Reduced information processing skills

  • Susceptible to the “truth effect”

  • Tend to be brand loyal


Gender sexual orientation cb
Gender/Sexual Orientation & CB

  • Sex roles – goals

    • Agentic

    • Communal

  • Gender & sexual orientation

    • Masculine

    • Feminine

    • Androgynous

  • Differences in acquisition & consumption behaviors

    • Women = deliberate, thorough research

    • Men = driven by themes, simple heuristics


Gender sexual orientation cb1
Gender/Sexual Orientation & CB

  • Targeting gender

    • Men—more emotional/caring

    • Women—important/professional

  • Media patterns

  • Targeting gay/lesbian consumers


Regional influences
Regional Influences

  • Regions of U.S.

    • Clustering

    • PRIZM NE & Mosaic

  • Regions of World


Ethnic influences
Ethnic Influences

  • Ethnic groups

  • Acculturation

  • Multicultural marketing

  • Ethnic subcultures in nations


Hispanic american consumers
Hispanic American Consumers

  • Acculturated

  • Bicultural

  • Traditional

  • Intensity of ethnic identification


African american consumers
African American Consumers

  • With rising incomes, want to preserve cultural identity

  • Importance of style, self-image, & elegance


Asian american consumers
Asian American Consumers

  • Fastest growing major subculture

  • More diverse than Hispanic and African American

  • Strong emphasis

    • Family

    • Tradition

    • Cooperation

  • Shop frequently/luxury goods


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